the de chauffeur story

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The story of DE Chauffeur Ltd begins in Amritsar, India, where craftsmanship was not just a profession but a family tradition. Our Founder & Director, Anuj Arora, grew up watching his late father, a third-generation jeweller, shape precious stones and fine timepieces with unwavering dedication. From this environment, Anuj learned the values that define true luxury: precision, integrity, and a deep respect for the people you serve.

In 1999, Anuj moved to London to pursue further studies, carrying with him the lessons of his upbringing. His path soon led him to Harrods, where he joined the renowned Fine Jewellery & Watch Room. Over the next ten years, he assisted royalty, celebrities, and global VIP clients, and played a key role in establishing seven luxury brand boutiques within Harrods. Every interaction strengthened his understanding of what refined service looks like—quietly attentive, discreet, and flawlessly executed.

His career then progressed to New Bond Street, supporting the launch of Piaget’s flagship store and further building his reputation for excellence in the luxury sector. In 2015, Anuj expanded into asset management at Stanley Gibbons, working as a portfolio manager for UHNW clients, while simultaneously launching a consultancy specialising in luxury watches. His expertise was recognised by major financial and lifestyle publications, and in 2017 he appeared live on CNBC, sharing his insights with a global audience.

Following the pandemic, Anuj transitioned to Sun Mark, where he managed private label procurement until early 2023. Despite these varied roles, one thread remained constant throughout his career: the belief that exceptional service is a craft—one that must be approached with the same care and discipline as fine jewellery making.

In June 2023, Anuj brought this belief to life with the founding of DE Chauffeur Ltd. He recognised an opportunity to elevate chauffeur services by applying the standards he had lived and breathed for decades: meticulous planning, absolute discretion, and an unwavering commitment to client care.

Today, DE Chauffeur Ltd stands as a reflection of Anuj’s lifelong journey—rooted in heritage, shaped by global luxury experience, and guided by a philosophy that values people above all. Every journey we deliver is crafted with intention: smooth, elegant, and reassuring from start to finish.

This is the legacy behind our name.
This is the purpose that drives us.
This is the story of DE Chauffeur Ltd.